Autumn Jute Exhibition: UK Market Entry, Marketing and Barriers Report

This report provides a comprehensive analysis of the Autumn Jute Exhibition, focusing on its potential entry into the UK market. The report begins by introducing the exhibition, highlighting its eco-friendly jute products and its appeal to the UK's environmentally conscious consumers. It then explores the opportunities the exhibition presents, including attracting environmentalists and business professionals, along with the strengths of the event, such as its international reach and quality-tested products. The report delves into various facets of the exhibition, including catering, content, entertainment, and the overall environment. A crucial component is the marketing plan, which outlines the 7 P's (People, Price, Place, Promotion, Physical Evidence, Process, Product) to effectively capture the target market. The report also presents the PESTEL analysis of the UK, examining political, economic, social, technological, environmental, and legal factors. Furthermore, it explores market entry strategies like direct exporting, licensing, collaboration, and greenfield investments. Finally, the report addresses potential barriers in the UK, such as xenophobia, cultural issues, and the impact of Brexit, along with transportation challenges, providing a well-rounded view of the exhibition's prospects. The report concludes with a list of references used in the analysis.

1
AUTUMN JUTE EXHIBITION
From trendy handbags for women to shopping bags for a store, the Autumn
Jute Exhibition, is the best place to fetch the environmental; friendly jute
products.
The products range from shopping bags, beach essential bag, hand bags and
wine holders to specialty bags, gifts and seasonal bags, bio-
revolutionalized bags and ribbons and tissues. All of these are available
under one roof.
Hand made from the exotic Southeast Asian countries, these products are
necessary have in every household. Premium quality and genuine price,
Autumn Jute Exhibition is the ideal place to be in.
Best tips? Join famous environmentalists and experts who will be sharing
the advantages of using user-friendly bags to revolutionalize our lives.
Experts will be advising on what kind of products will suit the customer
most (Aizenshtein 2012). To spice things up, workshops on `Do it yourself`
jute products will be held. Dinner with drinks shall be served.
The real shopaholics have a premium chance to access tickets to the
Bloomingdales shopping festival. Assisted by top personal shoppers, the buyers
can create their dream wardrobe.
Why United Kingdom?
As a nation, UK is well known for its love for nature and
eco-friendly products. Whether it is in terms of fashion, food
or infrastructure, eco- friendly is the key mantra. Another
important aspect for UK being the choice is that the people
here love festivals and enjoy participating in movements. Be
assured that it will be an exhibition that is going down the
memory lane. Arrange your trip to the United Kingdom and
you might get a chance to attend the exhibition (Stillwell,
Geertman and Openshaw 2013).
The Kingdom is not a budding tourist destination, it has been
there for centuries. London and Edinburg will witness this
exhibition where one can contribute to make the world a
better place. The government is present to ensure that the
exhibitions run smoothly.
Strengths of the Autumn Jute Exhibition
 The exhibitions will be taking place in the cities of Edinburg
and London during the Christmas month of December.
 The exhibition will open from 8 in the morning till so in the
evening. Drinks and Dinner will be served (Freestone and
Amati 2014).
 There will be sellers from all around the globe carrying the
finest of the products especially weaved for our guests.
 The experts present, shall provide advice to the buyers as to
what products they should purchase that best suits their needs.
 This exhibition is not just about purchasing jute products, it is
about contributing one`s bit towards a pollution free earth
(McKenna-Cress and Kamien 2013)
 A variety of products will be present in all shapes and designs
to meet the demands of the customers.
 The exhibition is already an international one and has already
taken place in various parts of the world.
 The products which will be available have undergone a quality
test and checked by experts.
Opportunities
 The event is likely to attract top environmentalists
and other talents across the globe. The experts will
show the guests around the whole exhibition where
different sellers have set up their stalls (Cloonan
2016).
 There is also a chance to do business with various bag
designers on a face-to-face basis.
 Visitors of this exhibition have the chance to gain new
contacts in the domain of business, meet potential
dealers, work for the environment and create a
customer base (Jandl and Gold 2012).
 They shall also get a chance to explore closely the
unique quality of the bags.

2Facets of the Exhibition
The exhibition is designed in a way keeping
in mind the taste of the British in mind (Jones
2014). The event has various aspects that
make it an unique experience for the visitors.
Catering – All English delicacies including
alcoholic and non-alcoholic drinks will be
available. Famous restaurants in the city will
be the caterers for the exhibition.
Content – The stallholders will be
introducing themselves to the various guests
and customers in the exhibition. They will be
telling about their source countries.
Entertainment- Live music by various
budding artists in the nation.
Environment – Colorful
Theme – Green
Market entry strategy for Autumn Jute Exhibition:
Direct Exporting – The strategy will involve selling directly to the UK market
for the first time. Once the exhibition is a success, the association will
conduct these exhibitions annually and create a wider customer base.
Licensing – The fair or the exhibition, which will be held in London and
Edinburg, will be a sophisticated arrangement where all rights and
regulations, which are to be abided by in setting up that Exhibition, will be
followed. These steps will help in gaining the trust of the consumer present in
the country and the government(Stewart 2014).
Collaborating – Collaborating is critical when entering a new market. The
partnership may be in different forms like as strategic alliance or co-
marketing. As, the culture in the United Kingdom might be different in terms
of business and social requirements when compared to that of the local
market. Thus, a collaboration with the jute shops in London or Edinburg will
bring about market knowledge, customers and contacts (Webster 2017 )
Greenfield Investments – This method is not one of the most viable methods
for the Exhibition but can still be successful to a certain extent. Here, the Jute
Exhibition Association will buy land in the Kingdom, construct the
operations facility and look after the basis. This market entry method is
certainly a risky and costly as well (Kotler et al. 2016).
Country agreement- Various countries have trade relations with one another
and thus they have to oblige by this relation and allow exhibitions from
countries around the globe to set up events in their country.

3
THE MARKETING PLAN
The 7 ‘P’s Marketing Plan
The marketing plan includes People, Place, Promotion,
Physical Evidence, Price, Product and Process. This plan
tends to provide a framework to the exhibition to help it
capture the target market (Wadhwa and Vashisht 2013).
People – College students, designers, environmentalists,
businesspersons and homemakers.
Price – The prices vary and will favor both Exhibition
Association and also the customers..
Place – London and Edinburg, United Kingdom.
International Event Physical Evidence – Entrance tickets
and brochures.
Process – The exhibition should have quality sellers who
can understand the needs of the customers and the place
where the exhibition will be held should not be hard to
locate (Hollensen 2015).
Product – Shopping bags, beach essential bag,
handbags, wine holders, specialty bags, gifts and
seasonal bags.
Promotion – The advertisement mediums of this event
will be through social media and other online channels.
PESTEL Analysis of UK
The PESTEL Analysis approach seeks to identify and analyze the environment
of a particular country to understand how the country will perform in that
environment.
Political Factor – The United Kingdom is a monarchy that runs under the
parliamentary system. The country is considered a fair and stable country with
plenty of opportunities. It is split into local and administrative units. However,
there exists some form of corruption in the nation and the uncertainty of Brexit
makes the environment risky (Jurevicius 2013).
Economic Factor – The UK has a strong economic position as compared to the
other countries. The GDP rate is high and the economy is quite diverse. The
Foreign Direct Investment in the nation has increased considerably, and it is a
free market. Despite the positive outlook, the economy is recovering slowly
from the great financial crisis of 2008-09.
Social Factor – The nation is densely populated with approximately 64 million
people. The standard of living in the country is very high and it is a good sign
for new ventures. However, there are certain unrest with regard to migration
and other ethical issues which need to be taken care of.
Technological Factor – The country is quite a developed country with the latest
technology available and used. They have expertise in IT and science, and there
exists various laws with respect to intellectual property(Hill, Jones and Schilling
2014).
Environmental Factors – Environmental factors like climate, pollution, weather
and availability of non-renewable goods can also play an important role. The
Exhibition can make use these factors and lay a deep foundation in the UK
Market by promoting their eco-friendly goods.
Legal Factors – UK has a strict set of laws, many of which are applied
throughout Europe. These include regulations relating to transport, trade and so
on. Legal changes are often associated with political ones hence they can be
anticipated and prepared for future change.

4
Event Barriers in UK( Possible)
Xenophobia –In spite of being a well developed country, people in UK tend not to be very friendly towards the outsiders specially the ones
coming from the South-east Asian countries. They have certain set of beliefs and laws with respect to certain attires. However, the sellers present
in the exhibition, can be from different lifestyles. Everyone from the management to the association will need a safe and secure environment to
carry out their deasl freely. Thus, this issue of xenophobia might prove to be a huge setback for the event(Smyth, Kerr and Phillips 2017).
Issues related to Culture – The British are proud of their independence and culture. For a great exhibition, their culture has to be clearly
understood and their tastes. When their tastes are clearly understood, then the products to be sold can be designed accordingly. The specific
opening and closing time, the kind of drinks that will be served, the color of the bags they prefer, these are a few things which need to be
understood in order to successfully flourish in their environment.
Brexit- After Britain expressed its decision to exit from the European Union, there has been some economical unrest in the nation (Dhingra et al
2016) .
Transportation – The system of transportation varies in the different cities of UK. People for households use public transportation for cheap
and efficiency purposes. Traffic tends to be a huge drawback especially in the cities. Sellers should therefore try to adopt the casual
transportation alternatives which are prevalent - People make use bicycles to avoid traffic. This way they can gain confidence of the people and
not contribute to the commotion.

5
References:
Aizenshtein, E.M., 2012. International exhibition of technical textiles and nonwovens in Frankfurt. Fibre Chemistry, 43(5), pp.388-394.
Cloonan, M., 2016. Popular music and the state in the UK: culture, trade or industry?. Routledge.
Dhingra, S., Ottaviano, G., Sampson, T. and Van Reenen, J., 2016. The impact of Brexit on foreign investment in the UK. BREXIT 2016, p.24.
Freestone, R. and Amati, M. eds., 2014. Exhibitions and the development of modern planning culture. Ashgate Publishing, Ltd..
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated approach. Cengage Learning.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jandl, S.S. and Gold, M.S., 2012. A handbook for academic museums: exhibitions and education. MuseumsEtc.
Jones, M., 2014. Sustainable event management: A practical guide. Routledge.
Jurevicius, O., 2013. PEST & PESTEL Analysis. Strategic Management Insight, 13, p.2013.
Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T., 2016. Marketing management. Pearson Education Ltd..
McKenna-Cress, P. and Kamien, J., 2013. Creating exhibitions: collaboration in the planning, development, and design of innovative
experiences. John Wiley & Sons.

6
Smyth, S.J., Kerr, W.A. and Phillips, P.W., 2017. The Impact of Barriers to Trade on Investment. In Biotechnology Regulation and Trade (pp.
125-146). Springer International Publishing.
Stewart, G.T., 2014. Jute in the world, worlds of jute. International Journal of Management Concepts and Philosophy, 8(2-3), pp.92-109.
Stillwell, J., Geertman, S. and Openshaw, S. eds., 2013. Geographical Information and Planning: European Perspectives. Springer Science &
Business Media
Wadhwa, B. and Vashisht, A., 2013. Study on Awareness Level of Retailers as Well as Consumers Towards Green Marketing.
Webster, C., 2017. Events as a Strategic Marketing Tool (D. Gerritsen and R. van Olderen). Event Management, 21(1), pp.131-133.

7
APPENDICES I.
Appendix –Market Capacities –
There are several issues that a firm needs to analyze before entering an international market, this stands the
same for any kind of fair or exhibition that will be set up.
• Market Involvement –
The United Kingdom does not have strict rules when it comes to foreign associations who set up exhibitions
or to any investor in particular provided all the legal and other rules, which have been laid down, are
followed. To ease their operations, they can collaborate with local associations or sellers in order to get a
wider market.
• Management Commitment-
The management can be described as the most critical actor in any business transaction. The entire
implementation of the project depends on the blue print laid down by the management. In order to make sure
they are on the right path the management team of the Autumn Jute Exhibition should visit the cities first
and anticipate the situation.
• Market Knowledge-
As stated previously UK does not have very strict rules regarding their entrance in their economy. Although
there exists certain barriers in terms of capital and taxation policies, the best way to lay a foundation in the

8
market would be to collaborate with a local store who has a clear understanding o the market and
government regulations.
Market Characteristics
• Cultural Differences-
The British have a certain set of cultural rules and regulations, which they like to follow. The exhibition
association should be careful and keep in mind these cultural needs and requirements of the people in order
to flourish well. Their eating habits and mannerism should also be respected.
Country Restrictions- The country in general also has a certain set of rules and regulations.. The British have
a diverse culture but there exists a certain restrictions n terms of freedom. Some laws may seem a bit
extreme, however, a country doing business there must see to it that they understand these restrictions and
follow them.

9
II. APPENDIX – 7Ps OF MARKETING
PEOPLE:
College students, designers,
environmentalists, businesspersons
and homemakers.
PRICE:
The prices vary and will favor both
Exhibition Association and also the
customers..
PRODUCT: Shopping bags, beach
essential bag, handbags, wine holders,
specialty bags, gifts and seasonal bags
PLACE:
London and Edinburg, United Kingdom.
PROMOTION:
The event will advertised through social
media and other online channels
PROCESS: The exhibition should have
quality sellers who can understand the
needs of the customers and the place
where the exhibition will be held should
not be hard to locate.PHYSICAL EVIDENCE:
Entrance tickets and brochures.
PEOPLE
PRICE
PROCESS
PLACE
PHYSICAL
EVINDENCE
PROMOTION
PRODUCT7 Ps OF
MARKETING

10
III. APPENDIX-SWOT
Strengths
 The exhibitions will be taking place in the cities of Edinburg and
London during the Christmas month of December.
 The exhibition will open from 8 in the morning till so in the
evening. Drinks and Dinner will be served.
 There will be sellers from all around the globe carrying the finest
of the products especially weaved for our guests.
 The experts present, shall provide advice to the buyers as to what
products they should purchase that best suits their needs.
 This exhibition is not just about purchasing jute products, it is
about contributing one`s bit towards a pollution free earth.
 A variety of products will be present in all shapes and designs to
meet the demands of the customers.
 The exhibition is already an international one and has already
taken place in various parts of the globe.
Weaknesses
 The Autumn Jute Exhibition is new in UK and it could take some
time to make an impact in the market.
 Most of the sellers from in the exhibition are from Southeast
Asian countries and there might be lack of unity between them.
 The exhibition is relying on tickets and the sellers to hold the
event.
Opportunities
 The event is going to attract top environmentalists and other
talents across the globe. The experts will show the guests around
the whole exhibition where different sellers have set up their
stalls.
 There is also a chance to do business with a variety of bag
designers on a face-to-face basis.
 Visitors to this show have the opportunity to build new
relationships in the domain of business, meet potential dealers,
work for the environment and create a customer base.
 They shall also get a chance to explore closely the unique quality
of the bags.
Threats
 The British has more superior eco-friendly item exhibitions as
compared to the Autumn Jute Exhibition, which might take time
to appeal to the people.
 The political threats like taxation by the government and other
regulations may not favor this exhibition.
 The socio- economic environment is different from that of the
other countries it operates in and this poses a threat as well.

11
IV.APPENDIX-7 Facets of the Event
The design and theme has been used to create a perfect exhibition, and promote the `go-green` slogan.
CateringContentEnvironmentColorfulThemeGreen

12
PESTLE
Political Factor – UK is a monarchy, which runs under the parliamentary system. The country is considered a fair and stable
country with quite a bunch of opportunities. It is split into local and administrative units. However, there exists
some form of corruption in the nation and the uncertainty of Brexit makes the environment risky.
Economic Factor The UK has a strong economic position as compared to the other countries. The GDP rate is high and the
economy is quite diverse. The Foreign Direct Investment in the nation has increased considerably, and it is a
free market. Despite the positive outlook, the economy is recovering slowly from the great financial crisis of
2008-09.
Social Factor
The nation is densely populated with approximately 64 million people. The standard of living in the country is
very high and it is a good sign for new ventures. However, there are certain unrest with regard to migration and
other ethical issues, which need to be taken care of.
Technological Factor The country is quite a developed country with the latest technology available and used. They have expertise in
IT and science, and there exists various laws with respect to intellectual property.
Environmental Factors Factors like climate, pollution, weather and availability of non-renewable goods can also play an important role.
The Exhibition can make use these factors and lay a deep foundation in the UK Market by promoting their eco-
friendly goods.
Legal Factors UK has a strict set of laws, many of which are applied throughout Europe. These include regulations relating to
transport, trade and so on. Legal changes are often associated with political ones hence they can be anticipated
and prepared for future change.
V. APPENDIX –PESTLE ANALYSIS